An Exploratory Study of the Influences of Usage Situation on Perceptions of Product-Markets

Srivastava, R K and Shocker, A D and Day, G S (1978) An Exploratory Study of the Influences of Usage Situation on Perceptions of Product-Markets. Advances in Consumer Research, 5. pp. 32-38. ISSN 0098-9258

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Abstract

Recent research has illustrated the importance of environmental influences in determining consumer behavior. A typology of relevant "objective" usage-situations is developed, and subsequently, the composition of competitive product markets determined based on the similarity of the usage patterns. Results appear to show the feasibility of creating meaningful product specific situational taxonomies.

Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of the University of Pittsburgh
Subjects: Marketing
Date Deposited: 20 Apr 2019 09:08
Last Modified: 09 Jul 2023 10:04
URI: https://eprints.exchange.isb.edu/id/eprint/857

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